Hey, Quick Question: Does Emily Ratajkowski Still Have a Swimwear Brand? [Updated]

Welcome to our column, "Hey, Quick Question," where we investigate seemingly random happenings in the fashion and beauty industries.

Emily Ratajkowski, a famously excellent wearer of swimsuits, stars in Good American's latest swim campaign, posing in bright one-pieces and bikinis — all the while her own swimwear brand seems to have mostly gone dark.

The model founded Inamorata in 2017, capitalizing off the popularity of her swimsuit pics with a line of strappy separates that lent themselves to the Instagram feed. However, since November of 2023, the brand has been generally silent on social media. Its last post advertised a Black Friday sale that has seemingly caused it more problems: Earlier this year, customers began complaining online about still not having received orders placed during that promotion, leaving unhappy comments on Reddit and on the Inamorata Instagram. (The label has since turned off comments.)

Jezebel asked, "What's Going on With EmRata's Swimwear Line?" (Reportedly, delays in manufacturing.) The Cut dubbed it, "The Case of the Missing Thong Bikinis."

In mid-March, Ratajkowski's team initially replied to Fashionista's request for comment with a link to the brand's temporary Instagram story, which read: "Due to the overwhelming volume of orders off the Black Friday sale, we do have a delay on a small percentage of our orders. We are offering a full refund to anyone who does not want to wait, with our sincere apologies to our valued customers." Since then, it's been radio silence. Reps for both Ratajkoski and Inamorata have yet to reply to Fashionista's repeated requests for comment in May.

The Inamorata site is still up, running and seemingly able to process orders of its $85 bikini bottoms. And Ratajkowski is no less active, walking red carpets and even starring in summer campaigns (yes, featuring swimwear) for brands like Victoria's Secret, Tory Burch and, now, Good American.

View the 28 images of this gallery on the original article

The Khloé Kardashian- and Emma Grede-founded business has clearly been investing in celebrity-driven campaigns as of late, casting WNBA star Angel Reese, Victoria Monét and Lori Harvey in recent ad spots. Ratajkowski's campaign (see all the images above) announces the launch of the brand's "swim shop" on Thursday — which is just odd, when, for so long, her swim style was interconvertible with Inamorata. (Her Instagram bio still includes a tag for @inamoratawoman.)

Influencer and celebrity brands don't have the best track record (alas, not everyone can be Rihanna or Selena Gomez). Inamorata's failure to update press and consumers alike — while its founder promotes other brands' swim offerings — doesn't feel like a great sign.

Check back for more updates to this story as they become available.

Update, May 31, 2024, 12:30 p.m. ET: Inamorata broke its Instagram silence on Friday morning, the day after Ratajkowski's Good American campaign launch, with a post of the model advertising new styles with the caption, "all new City Kini live now." Comments were turned on for the new post, but remained off for previous ones. The brand has still yet to reply to Fashionista.

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